A common problem with many plastic surgery websites is, though they are getting good traffic, it isn’t converting into visiting patients. Low conversion rates present a challenge but can be improved by employing these simple ways for improving a plastic surgery website.
Answer Their Questions
Every Internet usage study reveals the same basic fact; either answer visitor’s questions quickly or they will look elsewhere. If the average web visitor doesn’t see something that addresses her questions within six seconds she will leave for a better looking site which seems more promising.
The longer visitors stay on your site the more likely they are to answer a call to action and move closer to becoming a new patient. Keeping visitors on your site begins with placing yourself in their mindset by asking and answering the same questions they are concerned about. Some of these questions include:
- What services do you offer?
- What makes you different from your competitors?
- What does your website offer?
- What are your qualifications and credentials?
- What is actually provided on the website?
- What do you patients think about you?
Detailed answers don’t need to be on your homepage. In fact, the best thing to do is to ask the questions in bullet points on the home page that link to further detailed information elsewhere. Small, strategically placed graphics can be used on the home page
to alert a visitor to something that answers one of those questions (i.e. a professional organization or certification logo).
Take a Critical Look at Your Home Page
Information should be kept to a minimum on the home page leaving nothing but the essentials. Long paragraphs and information overload are major negatives for first time visitors to your home page. Nothing should be on the home page because someone in the office wanted it there. Put yourself in the place of a new visitor to your site and ask what they would want to see there.
Emphasize Calls to Action
No element is more critical for converting visitors on your web site than well placed and clear calls to action. Some of the proven rules for an effective call to action include:
- Establish Need – Visitors’ questions must be answered before they will commit to moving ahead. Why do they need to click that call to action?
- Keep Them Limited – Overloading a site with calls to action diminishes their effectiveness. Generally they should be limited to one per page.
- Use Action Words – Active verbs are essential because they are the kind of words that lead visitors to follow through.
- Place Them Strategically – Ideally they should be placed high on the page somewhere near the center of the screen.
- Make Sure it Can’t be Missed – The bigger your call to action, the more chance it will be noticed.
- Never Ask for Too Much – Only ask for enough information so you can contact them later.
For further insights on calls to action, check out our article “10 Rules for Making Call to Actions Work”.
By making use of these ways for improving a plastic surgery web site you should see an increase in conversions quickly.